I’d say whites holler ‘reverse discrimination’ because many believe (rightly or wrongly) that blacks have lower intelligence than whites. Because social policies deny the legitimacy of real differences, blacks are seen as getting artificial help that is unavailable to whites. Therefore the ‘holler.’
Most whites would say a person deserves the job he or she is qualified for. Incidentally, I have not observed that whites cry ‘reverse discrimination’ when Asians are hired for the better jobs.